CFO-level insight for founder-led UK Ltd businesses, primarily health optimisation brands, and a small number of selective professional services firms.
Running a growing business shouldn't feel like flying blind. As founder-led companies scale, financial clarity often slips, cash flow tightens, and decisions get harder to make with confidence.
Phoenix Advisory is a right-sized strategic finance partner. We work with founders who want CFO-level insight without the cost or commitment of a full-time hire, combining strategic finance, a structured approach, and modern technology to help them scale profitably while designing the life behind the business.
Every engagement is shaped around three quiet but compounding goals.
Seeing the real numbers.
Healthier margins, tighter operations. Fewer surprises.
A business that funds the life behind it.
We focus on founder-led UK Ltd businesses with revenue between £1m and £5m.
UK Ltd e-commerce brands selling products that help people live, move and feel better: natural sports nutrition, clean food and drink, supplements, recovery and apparel. Multi-channel businesses across DTC, Amazon and wholesale.
A smaller number of Ltd consultancies, agencies and specialist advisory firms where the founder wants senior finance partnership and the brief fits.
There comes a point when bookkeeping is no longer enough, but a full-time FD still makes little sense. A portfolio FD gives you senior financial judgement on a right-sized basis: the thinking, not the seat-filling.
Records the numbers properly. The foundational layer most £1m–£5m businesses already have in some form.
Keeps the operating finance running: month-end, reporting, controls. The middle layer.
Asks the right strategic questions. Makes decisions before problems arrive, not after. The layer most businesses are missing.
The structured starting point for every engagement. Written report, prioritised actions, clear next step.
Reporting, cash flow, budgets, KPIs, pricing reviews, scoped before any commitment.
Ongoing senior finance partnership on a monthly retainer, at the right level of involvement.
Bookkeeping, VAT, payroll, annual accounts and corporation tax: one team, end-to-end where consolidation simplifies the picture.
Where it helps, we also provide compliance services so you work with one team rather than coordinating three. See full services →
We take on a small number of founders at a time. Every engagement follows the same path.
A free 30-minute conversation to understand the business, your goals, and whether we're the right fit.
A focused, fixed-fee assessment of the business, covering profitability, cash, reporting, controls and operating rhythm, with a written report and a clear set of priorities.
Where helpful, scoped pieces of work to put the foundations in place: reporting and KPIs, cash flow forecasting, budgets, pricing or process improvement.
Where it makes sense, senior finance partnership on a monthly retainer, at the right level of involvement for where the business actually is.
Compliance services (bookkeeping, VAT, payroll, annual accounts and corporation tax) can run alongside any of the above, where consolidating them simplifies the picture.
Prefer email? hello@phoenixadvisory.co.uk
Phoenix Advisory is led by Ross Radford CA(SA), FCMA, CGMA, a Big Four-trained Chartered Accountant and Chartered Management Accountant with 20+ years' experience across finance leadership, FP&A, corporate finance and audit in regulated, high-growth and professional services businesses. Most recently Finance Director at Redington Ltd.
Twenty years in senior finance, and a personal life built around endurance sport: previously triathlon and open water swimming, now ultra trail running. I'm the customer these brands are trying to reach. I train seriously, I care about what I put in my body, and I think hard about the products I buy. That gives me a useful vantage point alongside the finance work.
A free 30-minute Discovery Call. No obligation, no sales pressure.